Lytics has updated its customer data platform to integrate customer journey orchestration with Salesforce Marketing Cloud (SFMC).
“Marketers can focus on experiences that meet their strategic marketing objectives with real-time visibility into what drives conversions,” the company says in a press release. “The move reflects a growing desire among marketers to manage and orchestrate their customer journeys by integrating best-of-breed solutions into their existing technology stack.”
Lytics’ campaign orchestration capabilities extend into Salesforce Marketing Cloud, Facebook, SendGrid, and many other marketing technology tools.
One-to-one marketing at scale is the holy grail for marketers but rarely does it involve one platform, instead drawing from dozens of different best-of-breed tools. With robust integration capabilities, marketers have access to a single point of view that stretches across the entire customer journey, allowing marketers to bring insights such as customer behavior, content affinity, and best time and channel to the forefront to answer questions such as what’s driving clicks and conversions into their campaigns.
More from Lytics on the integration:
- Audience segments can be easily exported from Lytics into SFMC to continue the customer journey
- Customers’ events (e.g., opened email, a new purchase) captured in the Lytics platform can instantly trigger a new experience (e.g., an email or text message) in SFMC
- Marketers can switch between Lytics and SFMC within the same customer journey to deliver the optimal combination of channel and message
“The best customer journeys are an open road,” said James McDermott, CEO of Lytics, “and for us, that means giving marketers the freedom to choose multiple paths by integrating with their existing marketing technology stack. Our customers love how simple it is to build, view the actionable insights, and manage campaigns in our Journey Canvas. It’s about helping marketers deliver the best customer experience using a best-of-breed approach.”
Current customers using Salesforce Marketing Cloud should contact their account manager for more information on orchestration capabilities.